The Second Edition incorporates developments in marketing practice over the last 10 years and focuses on how to apply the design approach to campaigns to effect behavior change. All organizations can do social marketing, Weinreich insists, if they follow the steps and start to think from a social marketing perspective.
Chapter 25: Using Feedback to Improve Your Program
Using Feedback to Improve Your Program
The ultimate purpose of each of your evaluation activities should be to learn how to improve your current and subsequent social marketing programs. The results will do no good to anyone if they are not acted on or are immediately retired to a shelf.
Ideally, the feedback function should not wait until the end ...